BRAND GUIDE This brand book is an essential tool for each member of the Scenic team, and our partners, who create assets, copy, content and communications for marketing, operations and on board collateral. As Scenic continues to grow and expand globally, it is critical that we work together in building a strong luxury brand. To do this, we must:
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” – Seth Godin
1. Identify and know our customer, ensuring all communications reflect their expectations of a luxury brand 2. Be consistent globally, whilst enabling localisation to resonate in each market 3. Position ourselves based on high levels of differentiation – by always showcasing the Scenic Difference 4. Emphasise the symbolic value of Scenic as a 5-star and ultra-luxury brand 5. Be uncompromising in our delivery of superior brand promise It is essential this brand guideline is followed and used in combination with the approval process with each Brand Director. We look forward to taking this journey with you. By investing in our brand, together we will inspire our future travellers, build our global brand equity and strengthen the loyalty of our guests, for our mutual long term success. Katherine O’Neill
Nichola Absalom
Director, Global Marketing Strategy & Branded Content
Director of Global Brand & Marketing
V 1.0 DECEMBER 2021 These Scenic brand guidelines are confidential IP of Scenic Group